MARKETING MAGIC RESPECT THE WAVE (THE MARKET)

MARKETINGMARKETINGMAGICMAGIC

RESPECT THE WAVERESPECT THE WAVE(THE MARKET)(THE MARKET)

GREAT RIDE . . .GREAT RIDE . . .

SINGIN’SINGIN’ WIPEOUT! WIPEOUT!

CONSUMER IS KINGCONSUMER IS KING

•Start with the Start with the consumerconsumer

•End with the consumerEnd with the consumer

MARKET SOLUTIONS MARKET SOLUTIONS (NOT PRODUCTS)(NOT PRODUCTS)

ONEONE

• One objectiveOne objective• One messageOne message• One benefitOne benefit• One marketOne market• One step at a timeOne step at a time

MARKET YOUR BRANDMARKET YOUR BRAND(Not Your Product)(Not Your Product)

ProductProduct

Animated Animated Survival Survival CharacterCharacter

BrandBrand

Wild OneWild OneTMTM

SEE YOUR BABY’S UGLINESSSEE YOUR BABY’S UGLINESS

• Fix your Fix your weaknessesweaknesses

• Turn them into Turn them into strengthsstrengths

KNOW YOUR COMPETITIONKNOW YOUR COMPETITION

Be reactive.Be reactive.

Be proactive.Be proactive.

Don’t copy.Don’t copy.

Improve.Improve.

ENTERTAIN THE KINGENTERTAIN THE KING

•Not enough to say Not enough to say itit

•Arouse emotionArouse emotion

TELL THE TRUTHTELL THE TRUTH(Milli Vanilli Rule)(Milli Vanilli Rule)

ComebacComeback to bite k to bite youyou

KNOW THE RULES…KNOW THE RULES…

BREAK THE RULBREAK THE RUL ESES

•Listen to “the experts” Listen to “the experts”

•Go with your gutGo with your gut

OUR CONTESTANTSOUR CONTESTANTS

• Freedom Enterprises USAFreedom Enterprises USA

• Adrian Bowie and the Adrian Bowie and the Freedom TeamFreedom Team

GAME RULESGAME RULES

• CREATE A TAG LINECREATE A TAG LINE• 3 STEPS3 STEPS

– ResearchResearch– StrategyStrategy– CreativeCreative

• MEET THE DEADLINEMEET THE DEADLINE

RESEARCHRESEARCH

• Communications ObjectiveCommunications Objective• What is the problem?What is the problem?• Who is your target market?Who is your target market?• Who are you?Who are you?• Who is your competition?Who is your competition?

STRATEGYSTRATEGY

• What is your main competitive What is your main competitive benefit?benefit?

• What is your support for the benefit?What is your support for the benefit?

CREATIVECREATIVE

• What’s the best way to state What’s the best way to state that benefit in a tag line?that benefit in a tag line?– On strategyOn strategy– Arouse an emotionArouse an emotion

PUT IT ALL TOGETHERPUT IT ALL TOGETHER

BON VOYAGEBON VOYAGE!!